There have been a couple of things that got me started asking this question on my Facebook page the other day – "What kind of content do you most like to see on social media from wineries? What makes a good Facebook page from a winery?"
There are lots of examples of both good and bad uses of social media within the wine industry. Jennifer Thomson from Thomson Vineyards, a social media #rockstar in her own right (see their Twitter account and blog), mentioned some bad social media behavior from six Napa wineries yesterday. The wineries are Tweeting from an API, meaning that if you followed all six wineries you would be getting the exact same tweets six times. This is lazy social media at its worst. My assumption is that there is a third party contractor behind this, who has really given these wineries some bad social media advice. We are all familiar with the examples of wineries that only ever tweet or post sales messages on Twitter and Facebook, which is another way to misuse these tools.
For all the bad examples of social media, there are also some wineries that are doing a great job in this area. I have really enjoyed talking with the folks at Lynfred Winery on Twitter. They definitely are active in engaging with people, retweeting, and posting interesting updates on what is going on at the winery. Although I am constantly complaining about the lack of a social media presence among wineries from my home state of Texas, I have really enjoyed reading the Twitter and Facebook updates on the harvest and winemaking process from Alamosa Wine Cellars, and my friends from Pheasant Ridge Winery have been very active in just becoming a part of the wine community on Twitter and Facebook. Randall Grahm, of Bonny Doon fame, is another source of interesting interaction on Twitter. There are lots of wineries and winemakers who are doing things right, but they are far from the majority.
So what makes a good social media campaign for a winery? I have my own ideas on the subject, but I want to know what kind of content you like to see coming from wineries. Who are some wineries that you think are doing social media right? Let me know what you think.